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After Nearly 20 Years, 'Got Milk?' Is No More — Here's The New Slogan [THE BRIEF]

Aaron Taube, provided by| on February 24, 2014

Good morning, AdLand. Here's what you need to know today:

In a move that will make my fellow twenty-somethings more aware of our (relatively) advanced age and inescapable mortality, The Milk Processor Education Programwill no longer use the iconic "Got Milk?" tagline that it has been using since 1995. Instead, the national organization and ad agency Lowe Campbell Ewald will go with "Milk Life" to emphasis the drink's protein and ability to power athletic activities. The California Milk Processor board, which originally came up with "Got Milk?" with ad agency Goodby Silverstein and Partners, will continue to use "Got Milk?" Here's the first "Milk Life" video ad: